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How Should Sponsorship Activation Work? A Sports Event and Athlete-Based Brand Building Framework (SEA-BB) Capturing an Internal and External Route
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References

  • 2004Five Misunderstandings About Case-Study Research14,229 cited
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  • 1998Consumers and Their Brands: Developing Relationship Theory in Consumer Research7,540 cited
  • 2015Understanding Reliability and Validity in Qualitative Research5,158 cited
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  • 2009How changes in job demands and resources predict burnout, work engagement, and sickness absenteeism2,058 cited
  • 2007Workaholism, Burnout, and Work Engagement: Three of a Kind or Three Different Kinds of Employee Well‐being?1,497 cited
  • 1999Building Brand Image Through Event Sponsorship: The Role of Image Transfer1,041 cited
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  • 1999Brand Management Through Narrowing the Gap Between Brand Identity and Brand Reputation858 cited
  • 1997A model of image creation and image transfer in event sponsorship762 cited
  • 1984Bringing corporate culture to the bottom line700 cited

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  • 2010Toward a theory of brand co-creation with implications for brand governance584 cited
  • 2009Do Fans Care? Assessing the Influence of Corporate Social Responsibility on Consumer Attitudes in the Sport Industry369 cited
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